Leading higher education institution, University of California, Los Angeles partnered with AUDIENCEX to create a robust awareness campaign for its Executive MBA program amongst applicants considering similiar programs on the West Coast.


Goal

UCLA turned to AUDIENCEX to develop a strong marketing strategy for an awareness campaign targeted toward recent graduates and applicants across the U.S., who were considering an MBA program on the West Coast.


Strategy

To make every impression count, AUDIENCEX launched a series of advanced data targeting techniques to place campaign messaging in front of the proper audience, and in the right context. This included utilizing third-party data segments from data partners such as BlueKai and eXelate to target audiences based on their employment status, professional titles, and other strategic parameters.


TACTICS

In order to minimize wasted exposures, AUDIENCEX used additional data to gauge viability and target candidates who had searched for similar programs. Site visitors were then segmented to identify the most engaged audiences for retargeting through programmatic display.


Results

AUDIENCEX drove a 32% increase in new applicants. UCLA found success with the new messaging and creative, expanding its digital campaign to more channels for the following school year.

32%

Increase in New Applicants

204%

Increase in CTR

33K

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